Yahoo plans simpler integrated ad-purchase-and-sale platform

RobertDaniel

TEL AVIV (MarketWatch) -- Yahoo Inc.,
YHOO, +0.75%
the Sunnyvale, Calif., Internet-services giant, said on Monday that it would launch AMP, a platform that will ease users' ability to buy and sell ads online. AMP, based on one integrated user interface, "will allow advertisers to precisely yet easily target audiences while enabling publishers to better monetize their content," the company said in a statement. Yahoo will launch the system, which had been known as Project Apex, in phases beginning in the third quarter. First to use it will be the more than 600 member newspapers in Yahoo's newspaper consortium.

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